Rolls-Royce Motor Cars’ journey across the Middle East and Africa demonstrates the region’s growing importance as a centre of luxury appreciation. César Habib, Regional Director for Rolls-Royce Motor Cars Middle East and Africa, discusses the growth of its bespoke projects and private office network.
HOUSE OF LUXURY
As a lover of cars and the joy they bring into everyday life, César Habib, Regional Director for Rolls-Royce Motor Cars Middle East and Africa, has always been incredibly interested in the automotive industry.
However, for Habib, Rolls-Royce Motor Cars (Rolls-Royce) sits in a league of its own and provides a totally unrivalled experience.
“Whilst every Rolls-Royce is an engineering triumph and a motoring masterpiece, it isn’t just the car’s engine or electric motors, power, and torque that stand out. The feeling of stepping in and getting behind the wheel of a Rolls-Royce, surrounded by exceptional levels of creativity and craftsmanship, is incomparable,” he tells us.
Having held several senior positions at BMW Group, Habib joined the Rolls-Royce family in 2015 as Head of Ownership Services.
A few years later, he became Head of Bespoke at the home of Rolls-Royce in Goodwood, UK, before moving to Dubai in July 2018 to fulfil his current position.
INSPIRATIONAL CANVAS
As a true ‘House of Luxury’, Rolls-Royce’s clients consist of highly distinguished individuals who occupy the upper echelons of their respective fields.
These clients are immersed in the wonderful world of Rolls-Royce through unforgettable and personalised encounters, driven by their desires and passions.
This is exemplified by the highly important milestones Rolls-Royce recently celebrated in the Middle East and Africa, further cementing its pinnacle position.
“Last year, our bespoke commissions soared to new heights, and whilst our region has always served as an inspirational canvas for bespoke creations, stunning commissions such as The Pearl Cullinan have come to life,” Habib informs us.
A magnificent one-of-one commissioned by the owner’s family to mark a significant birthday, The Pearl Cullinan is a supreme example of the company’s creativity and craftsmanship, and includes one of the most extensive uses of mother-of-pearl ever seen in a bespoke Rolls-Royce.
DUBAI PRIVATE OFFICE
Since its opening, the company’s new private office in Dubai, a world-first outside of the home of Rolls-Royce in Goodwood, has facilitated even closer contact and relationships with clients, further embedding the marque’s reputation as the world’s most client-focused luxury brand.
Having invited clients to Goodwood for many years, the Dubai private office now brings Goodwood to the region following significant demand.
Two members of the Rolls-Royce Bespoke Design team – Michelle Lusby, Bespoke Lead Designer, and Chris Hardy, Bespoke Client Experience Manager, have been permanently relocated to this outpost.
Additionally, the private office leverages the very latest technology to allow the company’s Middle East-based clients to explore the marque’s home in West Sussex remotely and see their own bespoke Rolls-Royce come to life.
“It is not a showroom, nor is it a dealership; it is a hub of creativity and craft that complements and supports our regional dealer partners by enhancing our clients’ experience of Rolls-Royce,” details Habib.
“Whilst nothing will ever surpass the opportunity for clients to visit the home of Rolls-Royce, the private office provides distinguished individuals in the region the opportunity to liaise with our highly skilled and experienced experts to create a unique and wonderful masterpiece that reflects their tastes and desires in exquisite surroundings.”
The Dubai private office is the first in a number of similar facilities that Rolls-Royce is opening in major luxury capitals of the world as it expands its network.
The company has since opened a private office in Shanghai, with Seoul and New York to follow later this year, supporting the ever-increasing global demand for complex and unique bespoke projects.
Substantial new investment has also been announced to principally enhance Rolls-Royce’s bespoke capabilities back in Goodwood.
IN RESPONSE TO SIGNIFICANT CLIENT DEMAND, WHAT KEY PROGRAMMES IS THE NEW PRIVATE OFFICE IN DUBAI FOCUSED ON?
César Habib, Regional Director: “Three programmes are the focus of the private office in Dubai: the recently revitalised Rolls-Royce Coachbuild programme – the automotive equivalent of haute couture; High Bespoke Commissioning; and access to Rolls-Royce Collection cars.
“These offerings are part of a complementary strategy, finding the synergy between the rooted and established global dealer partner network, with the roll-out of global private office outposts in select locations across the world.
“We have also curated a calendar of events dedicated to our clients so they can immerse themselves in a number of magical experiences throughout the year. The invitation is open to our clients globally via our digital home, Whispers.”
BESPOKE GROWTH
Rolls-Royce has seen significant growth in the value of its unrivalled bespoke projects, with demand reaching record levels.
“More cars were sold in 2023 than ever before in our 119-year history, with 6,032 delivered around the world, all including elements of bespoke personalisation,” Habib reveals.
Rolls-Royce experienced a remarkable year, witnessing strong sales and demand in 2023 across the Middle East and Africa, and achieving year-on-year growth of 35 percent.
In addition to an incredible demand for bespoke models, the region’s growth has been fuelled by unparalleled performance across the marque’s entire range – the Ghost, Cullinan, Phantom, and Spectre.
Though the Phantom is Rolls-Royce’s flagship product and a legend like no other, the reception and demand for the Spectre since its release has been spectacular.
Designed with a younger subset of clients in mind, this groundbreaking all-electric super coupé is a prophecy fulfilled and a new expression of luxury as Rolls-Royce embarks on a bold journey to electrify its entire product portfolio by the end of 2030.
All this success is thanks to the company’s strong network of dealer partners across the region – in Abu Dhabi, Dubai, Qatar, Saudi Arabia, Oman, Bahrain, Kuwait, and South Africa – who are fully committed to achieving its overall goals.
“Together, we work diligently to go above and beyond for our clients, always immersing them in unique and unparalleled experiences that epitomise the luxury and craftsmanship of Rolls-Royce,” elaborates Habib.
Meanwhile, the company is working on several development projects for 2024, including inaugurating visual identity showrooms in key markets, new launches, and more exciting client experiences that will be announced in due course.
“In true Rolls-Royce fashion, we will continue inspiring greatness through everything we do. We will also continue cementing the brand’s position as a true House of Luxury through operational excellence, events, and experiences,” Habib concludes.
